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22nd June

Following its longstanding and award-winning partnership with Xbox Australia inspiring and connecting with local gamers, opr today announced an extended remit with the global gaming brand; now including the Greater Asia region.

As part of this extended partnership, opr will work with the Xbox Asia team to help grow the brand’s presence and resonance in nine countries across the region – including China, Japan, Korea, India and Taiwan. The remit covers the brand’s console and PC gaming, technology and services offering, including new device and cross-platform game launches, Xbox Live, and new monthly subscription service Game Pass in relevant markets.

Richard Brett, CEO at opr, said: “Our partnership with Xbox epitomises all of opr’s values – a mutual disposition for curiosity and the readiness to be brave enough to try new and innovative ways to communicate. We’re excited to be extending this award-winning formula to gamers and entertainment fans around the region.”

Jeremy Hinton, Business Lead for Xbox Asia, said: “The opr team has proven its creative and strategic capabilities time and time again, with many of its locally developed and executed campaigns finding a global audience – including the Xbox Onesie, Xbox Stay N’ Play and for Asia, through the Xbox CosPups for Lunar New Year. We’re excited to extend our relationship, and couldn’t ask for a more experienced and forward-thinking team to partner with us as we continue to grow our business in this diverse but dynamic region.”

opr has partnered with Xbox Australia’s business since July 2014, with accolades including a gold PromaxGAMES Award in 2018 for the Xbox Stay N’ Play, MCV Pacific Awards for Agency of the Year, Best PR Campaign and Best Single Brand Activation in 2018, and multiple shortlisted entries for campaigns in regionally recognised awards; including PR Week Asia and Mumbrella CommsCon Awards.

The opr team will be led by Xbox account lead Luke McClelland and Remy Le Fèvre, both of whom will continue their roles on the Australian business in addition to this new remit.